By Daneyra Ramirez
Hidden in the heart of Chula Vista, Hidden Beauty is much more than a hair salon. Self-made Salon owner and Chula Vista native Sarah Ipala has created an environment to inspire women and encourage them to embrace their beauty. Ipala knew she wanted to run her salon someday, and her journey began in 2004. Almost 22 years later, Ipala now owns and runs the salon with the help of her husband.
Before Ipala started her business, she was employed in a different salon for 15 years. Ipala was approached to take over and buy the space. While that did not happen, it did inspire her to start researching how to start her own business and learn what steps to take. At the beginning of Ipala’s career, she said Third Avenue was known for an older crowd, not where she expected her career to be. However, this changed as years passed and downtown Chula Vista evolved.
When the search began for her new salon space in 2017, Ipala knew she wanted to be in Downtown Chula Vista. A small space near the back parking lot of downtown Chula Vista, hidden from the main street, the name was inspired, and the first location of Hidden Beauty was open for business. Hesitant about the small and run-down building, Ipala had a vision that would all come together.
Ipala was ready to stay at the original location for the rest of her career, but the space was no longer available to her five years after opening. This got Ipala thinking about expanding to a larger location. A space had been vacant for about a year on the main street, and stuck out to Ipala and stayed in the back of her mind. Looking for a new shop, Ipala approached the owner of what was previously a retail store. Despite being adamant about keeping the location as a retail spot, the owner agreed to sell after speaking to Ipala.
Purchased in 2022, Hidden Beauty’s new location was officially open in 2023. In a larger and much more visible space, “there were a lot of growing pains”, Ipala said. While gaining new clientele and finding stylists who are new to working with her and the industry, Ipala worked to create an environment and business she was satisfied with. “I pride myself in my work, and everything has my name on it that leaves.” Ipala said. She wanted to work with people who understood what the business is about.
New to the industry and the salon, employee Icella Marquez says she felt welcomed as the newest addition to the team. Ipala and the other stylists have helped Marquez blossom as a new stylist. Meeting new people and helping guests feel good about themselves and their hair as they visit the salon is “a rewarding thing.” Marquez has enjoyed hearing stories of different guests and even creating real friendships with them.
As highlighted, Hidden Beauty was originally built as an old retail store. As you walk to the salon doors, there are large glass display windows to the left and right. Ipala saw them as an “eyesore” and was unsure how to use the extra space. With many sharing their ideas to decorate the display windows, nothing stood out to her. Ipala later got the idea to
create a coffee stand.
On Mondays, Ipala and her husband would enjoy a cup of coffee and discuss their to-do list. One day they tried a new coffee shop inside a storage container. Ipala saw the space’s size and got the idea to redesign the display window. Completely gutted and turned into a coffee stand, Ipala decided to lease it out to a separate couple to start their own business in the window, while she focused on the salon. After less than a year, they went their separate ways, “but it allowed us to see that it was possible,” Ipala said.
With no experience in the coffee-making business, Ipala asked her husband if he wanted to take over the stand. “He’s good at making drinks,” Ipala said, “every time at parties, family gatherings, he’s always the one that makes our drinks.” Ipala knew he could be creative with it. Her husband began taking classes and researching and gained a friend who shared his knowledge. Soon after, “Dame Más Cafeína” was created, along with a logo of a heart dedicated to their two daughters.
Growing up in Chula Vista, without a strong support system, Ipala’s main goal is to inspire women to start their own thing. “Be confident in themselves and know who they are to push forward and follow their dreams, regardless of what anyone’s gonna say,” Ipala said. She and her husband are the powerhouse of hidden beauty, running everything from social media to maintenance. “We just wake up every day and go.” Ipala finds it important to stay authentic, grateful for the community, and grateful to everyone who spends money at their business.
